McVitie’s is expanding its Hobnobs range with a high-fibre biscuit designed to capitalise on growing demand for healthier everyday snacks.

The company will launch Hobnobs Oaty Snaps in Tesco, Morrisons and Iceland from 20 July, with a recommended retail price of £1.49 for a 167g pack.

Available in vanilla and caramel varieties, the rectangular biscuits are made with 100 per cent wholegrain oats and are positioned as a lighter alternative to traditional sweet biscuits.

McVitie’s said the vanilla flavour offers a light biscuit taste, while the caramel version combines the brand’s familiar oaty base with a richer, golden sweetness.

The launch comes as the “fibremaxxing” trend gains traction among consumers, particularly on social media, encouraging people to increase their daily fibre intake through food and snacks.

McVitie’s marketing manager Annalisa Fanali said: “Inspired by our much-loved oaty heritage, we’ve created a deliciously crisp biscuit that’s perfect for enjoying with a cup of tea or your favourite beverage.

“As consumers increasingly look for snacks that deliver both enjoyment and balance, Hobnobs Oaty Snaps offer the best of both worlds.

“They provide the satisfying taste and crunch people expect from Hobnobs, while offering a more permissible everyday treat that consumers can feel good about choosing.”

The new range adds to a busy period of product development for McVitie’s owner Pladis.

The manufacturer recently extended the Hobnobs brand with a white chocolate variety and launched soft-baked Jaffa Cookies featuring an orange centre.

It has also moved into savoury snacking with Penguin Bites, marking McVitie’s first savoury biscuit launch in almost 200 years.

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